Each year, more and more people head to the annual SXSW festival not for music, but for its Interactive segment. In 2013, attendees totaled 30, 621 - and numbers are expected to have climbed higher than that this year. less

Each year, more and more people head to the annual SXSW festival not for music, but for its Interactive segment. In 2013, attendees totaled 30, 621 - and numbers are expected to have climbed higher than that ... more

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Amoruso took the stage to dish about Bay Area-born fashion juggernaut NastyGal to a sea of interested fans and tech-minded onlookers.

Amoruso took the stage to dish about Bay Area-born fashion juggernaut NastyGal to a sea of interested fans and tech-minded onlookers.

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Amoruso recounted how she started NastyGal through mastering MySpace and eBay while working behind the security desk at Academy of Art University.

Amoruso recounted how she started NastyGal through mastering MySpace and eBay while working behind the security desk at Academy of Art University.

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Like many style-minded brands, Pinterest hosted its own party - one that kept its spirits up even in the rain. The location: Austin's La Barbecue. The star: the Pinnebago, of course.

Like many style-minded brands, Pinterest hosted its own party - one that kept its spirits up even in the rain. The location: Austin's La Barbecue. The star: the Pinnebago, of course.

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D.I.Y. was on display at Pinterest's barbecue, where attendees could screenprint their own t-shirts.

D.I.Y. was on display at Pinterest's barbecue, where attendees could screenprint their own t-shirts.

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If anything was key in fashion at SXSW, it was a pair of solid sneakers. Style hounds everywhere ditched the heels and donned comfortable shoes - and even smiled about it.

If anything was key in fashion at SXSW, it was a pair of solid sneakers. Style hounds everywhere ditched the heels and donned comfortable shoes - and even smiled about it.

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On the trade show floor, true fashion was scarce, though plenty of companies using apparel to send a message were on the scene - like Social Imprints.

On the trade show floor, true fashion was scarce, though plenty of companies using apparel to send a message were on the scene - like Social Imprints.

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These high-end headphones ($1,199.95) were among the more stylish accessories on display at SXSW Interactive.

These high-end headphones ($1,199.95) were among the more stylish accessories on display at SXSW Interactive.

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This company plans to make its Bluetooth headphones customizable with original patterns and images by summer 2014.

This company plans to make its Bluetooth headphones customizable with original patterns and images by summer 2014.

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Proving that personal electronics are increasingly taking cues from the style realm, this Bluetooth speaker for your pocket comes in cool colors perfect for spring.

Proving that personal electronics are increasingly taking cues from the style realm, this Bluetooth speaker for your pocket comes in cool colors perfect for spring.

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Ideal for smartphone photographers seeking to add style to their images, this little attachment allows you to take fisheye, telephoto and wide angle shots with ease.

Ideal for smartphone photographers seeking to add style to their images, this little attachment allows you to take fisheye, telephoto and wide angle shots with ease.

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Though plenty of people were there to have fun, even more were there to get serious about what's next in fashion ecommerce. Evidence: this line more than an hour before the Accelerating Innovation in Retail panel featuring Will Young of SF-based Zappos Labs and Kristina Simmons of Andreessen Horowitz, among others. less

Though plenty of people were there to have fun, even more were there to get serious about what's next in fashion ecommerce. Evidence: this line more than an hour before the Accelerating Innovation in Retail ... more

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This app and platform for augmented reality displayed what's possible for fashion brands at SXSW Interactive this year.

This app and platform for augmented reality displayed what's possible for fashion brands at SXSW Interactive this year.

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San Francisco's ThirdLove took to the streets in its own merchandise to promote the company's lingerie, which shoppers can buy using a mobile app that uses computer vision technology to determine bra size. less

San Francisco's ThirdLove took to the streets in its own merchandise to promote the company's lingerie, which shoppers can buy using a mobile app that uses computer vision technology to determine bra ... more

Because SXSW Interactive continues to live up to its rep for being "Spring Break for nerds," it was no surprise that more than a few ended their nights like this.

Because SXSW Interactive continues to live up to its rep for being "Spring Break for nerds," it was no surprise that more than a few ended their nights like this.

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Fashion + Tech Dispatch from SXSW

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While it’s most often associated with music, the annual South by Southwest festival drew legions from the Bay Area’s tech landscape when it took place earlier this month. Among them were more than a few San Francisco-grown companies, Bay Area-born brands and leaders at the intersection of fashion and technology – including Pinterest, ThirdLove, Betabrand, ZapposLabs and NastyGal – not to mention people leading the charge toward innovation in retail from such a diverse array of names as The North Face, Swarovski and Burberry.

More than one company chose the occasion to launch a new offering. That group included San Francisco’s Mulu, whose new mobile app The Latest aims to be a “Buzzfeed for shopping” that pulls content and engaging lists of products from editorial sources, magazine and web sites and allows users to share them across social networks.

As for the style itself, two trends among attendees stood out: a lot of creative sneakers, thanks to the miles most people walked each day, and backpacks from Vancouver’s Herschel Supply Company, seen on so many backs milling about Austin you’d think they were giving them away on the streets (sadly, they weren’t). Explore the slideshow for a mix of pics culled from adventures in fashion and technology at this year’s SXSWi.